Estudio de mercado para la aceptación de una bebida natural a base de maíz morado para el segmento juvenil en la ciudad de Machala.

Abstract

New market trends allow creativity and entrepreneurship to gain increasing strength. In Ecuador you can see a wide variety of raw materials that are main sources of income and economic stability. The initiatives to create an innovative culture where a competitive advantage is generated, which allows positioning not only a brand or company but also the country in high Rankin, has given way to new research in Ecuador demonstrating viability and creating challenges of offering natural and those of native origin are revalued and are also in line with current consumer and health care trends. Finally, this project is aligned with the objective of analyzing consumer behavior in the market for the acceptance of a natural drink based on purple corn for the youth segment in the city of Machala. The research is descriptive in nature, allowing us to know and compare the beverage market through various sources, in the same way it is managed under an explanatory level through its specific objectives; It should be remembered that within this work the design is immersed in experimental research. Consequently, among the theoretical methods that were used, was the historical-comparative method that allowed a review of the conceptual and referential background through the theoretical characterization of the most relevant terminologies, in addition to the deductive-inductive method starting from the general to the particular and vice versa; and to corroborate the theory with the strategies applied, mention is made of the analytical-synthetic method. Regarding empirical methods, use is made of a structured guide of questions presented through a survey directed at the resulting sample of 150 young Machaleños, which goes hand in hand with statistical methods to have a clearer picture and with minimal error margins in the data that will be collected, tabulated and finally analyzed.